By 1948, the magazine became profitable, gaining such key advertisers as PepsiCo, Colgate, Beechnut, and Seagram--all convinced by Johnson that they would increase revenues and market share by reaching black consumers.

Heinz president and CEO William Johnson said: "Although we will still be a distant second to Gerber, a combination of Heinz and BeechNut products will provide the critical mass to make US babyfood more competitive, innovative and dynamic.

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